It’s no secret that when temperatures rise, gaggles of teens head to the local mall, hoping for a little freedom, a little air-conditioning, and a lot of shopping. This summer, Disney Publishing will be there waiting for them with a few accessorizing ideas of its own. The company will roll out a nationwide mall poster campaign from July 20—August 16 in support of some its hottest summer titles. Books such as Don’t Judge a Girl by Her Cover, Secrets of Truth and Beauty and The Disreputable History of Frankie Landau-Banks will be featured along with the slogan “This Summer’s Hottest Accessories.” The posters will be placed in malls across the country, and Disney has specifically targeted malls with bookstores.
“Our goal was to create a fun and unique campaign for our major summer young adult titles that would reach teens where they spend their time,” said Jennifer Corcoran, associate publicity director at Disney Publishing. This latest campaign follows the success that Disney found with similar mall campaigns for Miley Cyrus’s Miles to Go and the Jonas Brothers’ Burning Up: On Tour with the Jonas Brothers. “We’re always looking for new and creative ways to reach our core audience,” Corcoran said.
Megan Frazer, author of Secrets of Truth and Beauty, is taking that idea one step further by using the poster campaign itself to reach readers. She is sponsoring a contest on her Web site, in which fans are encouraged to take their picture in front of the mall posters, and then post the pictures on Facebook or a personal blog. The winner will receive a copy of Frazer’s book, as well as another book of their choice featured on the posters.
